I take your point Havant Guard but guidelines are to wait until 6 months another way the baby food industry is massively cynical. But babies get most of their nuitrition from milk until they are one or at least close to it. They will not grow much on any puréed carrot whether its Heinz, Ellas or puréed in mummy's magimix. I confess clutched my pearls and hoicked judgy pants at a Facebook friends eleven week old trying his first solids, but my concern was far more about his age than him getting a ready made pouch.

Regarding the 4 months, my understanding is that it has to be allowed to be advertised as such because of EU law. If it's permissible to advertise as 4 months in one EU country, it has to be permissible in the others. Sweden recommends weaning from 4-5 months now, so that's at least one. With that in mind, I doubt we'll see an end to baby food being marketed as 4 months plus any time soon. Any attempts to discourage early weaning will need a different approach.